The Google Display Network reaches in excess of 80% of the world’s Internet users with over 6 billion daily impressions.

As part of Google Ads , advertisers have the ability to appear on the display network :

third party websites that show Google image ads.
One of the most effective means of generating brand awareness and recognition is to use image adverts on the Google Display network (GDN).
The GDN is very powerful because it gives the advertisers many options to target and reach the audience they want.

Contextual or Keyword for Google Display Network

It is possible to target websites with a list of keywords related to the products or services too.

This must be the most common targeting option.

In fact creating a keyword list for the Google display network in New Zealand is different from the Search network.

The key is to list keywords by theme.

Affinity in Google Display Network

this is based on the users’ browser history.

As users search the web, cookies are installed on their computer.

If some users regularly search and go on website about a distinctive subject (affinity), then those users would enter a certain affinity.

(example: users who read movie critics, and regularly consult movie time etc… would fit into the Movie Lovers category)

In-Market

Truly in-Market targeting is slightly different to Interest targeting.

This category is based on the users’ browser history as well, but also on their social shares and reviews.

This is why the In-Market segment is more about users who are further down the buying funnel: they are ready to buy.

Retargeting

Just as on the Search network, retargeting (or remarketing) can be used on the GDN.

Placement

Advertisers can choose the websites where they want their ads to be appearing on.

Therefore , they have the control of choosing and knowing who is going to see their ads.

It is an opportunity to target users who have a specific interest.

(example: you sell eco-friendly bamboo products and you target websites related to environment and eco-friendly lifestyle)